What are corporate podcasts and is a corporate podcast worthwhile for you? Corporate podcasts as a marketing tool
Podcasts are no longer a trend, but part of our everyday lives. You too can benefit from this with a corporate podcast. Both as a marketing and communication tool. We’ll show you how.
What is a corporate podcast? Share relevant information
A corporate podcast is a company podcast that is used either internally for communication purposes or externally as a marketing tool.
An external corporate podcast can make sense if you use it to promote your own company. However, the content should still be either informative or entertaining. Listeners need added value, otherwise they won’t listen to the podcast.
An internal company podcast makes sense, especially in larger companies, because internal communication is simply difficult once there are too many employees. You can spread relevant news to everyone in a simple way. In addition, a spoken word is often easier and quicker to integrate into everyday life than a long text.
But there is another reason for an internal company podcast:
Further training via company podcasts - beyond internal communication
You can start an internal podcast format to spread the expertise within the company and motivate employees easily. For many, it is easier to invite individual employees and talk to them about processes and their expertise than to do this in writing.
And for the target group, i.e. all employees, it is also easier to listen to a podcast than to read the same content. An innovative win-win situation, so to speak. This type of podcast can then be shared on the intranet, for example, and potentially also initiate a discourse within the company on how effectively work is done and what can be improved. It is therefore a really useful tool for corporate communication.
What is a branded podcast? Branding in podcast format
A branded podcast is a corporate podcast for an external target group. However, you don’t just stamp a company logo on the podcast episode, you have to come up with a concept. Because with this marketing format, you want to reach as many podcast listeners as possible on podcast platforms such as Spotify and co. You can potentially achieve this better and better if you offer added value.
For your branded podcast, you can start by asking yourself what makes the company special. Is it a special corporate culture that you want to give a look behind the scenes? Do you have any practical tips for your customers?
How can I start my own corporate podcast? Best practices
Corporate or branded podcasts have a lot in common with “normal” podcasts. They should be so well prepared, both technically and in terms of content, that it is fun to listen to the episode. Speech intelligibility should also be ensured in various listening situations (for example in the car or on a cell phone without headphones). The audio quality should therefore be right, otherwise you will switch off. We have listed how to start your own podcast here in the “Start a podcast in 10 steps” blog article.
If podcast production is technically too much work for you, we have a technical podcast service and we also offer a podcast editing service.
Are corporate podcasts worthwhile for your company?
There are various concepts that can be used to conduct internal corporate podcasts. Whether a manager simply sits down in front of the microphone and chats or whether an actual exchange takes place not only influences the cost of the podcast, but also the listening rate, i.e. how many people actually listen to the podcast in the end. Starting a podcast generally makes sense in order to increase visibility within the company. Whether internally or externally. However, if you have no resources for such a project (due to the size of the company or more acute problems) then a podcast will not be a priority for the time being.
However, you can also start a successful corporate podcast if you can solve acute problems through internal communication!
Although a branded podcast does not earn any money directly, it indirectly strengthens the brand values with high-quality content and you can subtly promote your own products or services. It is also an opportunity to present yourself as an attractive employer. At a time when there is a huge shortage of skilled workers, employees and employee retention are extremely important. Who knows, maybe your listeners will soon become new employees of your company.
Need help creating your corporate podcast? We are happy to advise you! Contact us or take a look at our services.
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